Category Archives: Practice Management

He walked away when I asked, “Who is going to do it?”

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distressed overwhelmed male business man When you are the bottleneck

Many years ago, I attended a large chiropractic conference. I was new to the profession and curious about how things worked.

One of the seminars at the conference was on how to generate new patients. There must have been several hundred in the room. The speaker was charismatic and had some sensible recommendations. The audience seemed enthused.

I was sitting in the back of the room. When the seminar was over, I was one of the first to leave and walk into the hallway where attendees began to cluster to discuss the presentation.

I remember one doctor in particular. He was tall and had his name tag with ribbons hanging down. I didn’t understand what the ribbons meant, but I figured he must have been important.

I asked him how he liked the seminar. He was deliberate, almost authoritative when he said that he liked it and was going to implement some marketing projects. I told him that I thought that was good.

But then, thinking about it, I asked him, “Who in your office is going to do it?”

I remember him looking down at me. He seemed perturbed, as if I had insulted him. He looked up and walked away. Didn’t say a word.

I’ll never forget it.

This was a long time ago, but it made an impression on me.

REMEMBER THE OLD MAXIM
“Do what you do best, and delegate all the rest.”

You can’t do it all.

In the beginning, when starting and growing your practice, yes, you pretty much had to do most everything.

But at some point, you must create other team members who are trained and motivated to share the load. I know practice owners know this, but it’s easier said than done.

This is why a manager is so vital to your practice. Your manager is the fulcrum point that helps you make a team. They are a servant to the team — as you are to your patients.

They help put in the systems that allow all your internal and external marketing procedures to be effective. And not just marketing. Standard procedures for patient retention, patient services, patient reimbursement, and so on.

They take the load off of you, so you are not the bottleneck!

We’ve found that most staff and managers are very willing and want to help their offices grow. But in most cases, they are not sure how, or how best to work with their team, or their doctor.

It is because of this we have developed our Practice MBA program.

Take time each week to train your team.

And for some of you, our manager training program is just what you need to answer the question,

“Who is going to do it?”

Stay Goal Driven,

Ed

P.S. Get on our Waitlist today to ensure you get a spot. First come first serve. Only 15 spots available this fall.  [LINK]

Should You Scale Your Chiropractic or Healthcare Practice?

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chiropractic scaling graph

Scaling a chiropractic or healthcare practice involves more than just growth—it’s about achieving exponential progress through strategic systems. Unlike linear business growth, scaling leverages economies of scale, scope, learning, digitalization, and networking effects to accelerate success.

Key factors include reducing overhead, adding services carefully, improving skills through experience, and using efficient software.

However, scaling requires a solid leadership and management structure to avoid pitfalls like the “Practice Roller Coaster.” Whether aiming to expand one office, add doctors, or prepare for a sale, scaling can drive your goals. Specialized training on scaling will be part of an updated MBA program this fall.

Key Points:

  • Scaling vs. Growth: Scaling is geometric, not linear, leading to faster growth as you expand.
  • Critical Elements: Economies of scale, scope, learning, digital tools, and networking effects fuel scaling.
  • Foundation Needed: Agile leadership and management are essential to avoid instability.
  • Applications: Scaling suits single or multi-doctor offices and can prepare a business for sale.
  • Next Steps: Upcoming MBA training will cover scaling strategies.

Please let me know if you’re interested in this fascinating subject.

Meanwhile…

Help others achieve their goals!

Ed

For more details, contact Ed Petty, the author of the Goal Driven Business and founder of the Goal Driven MBA Program.

Read more about scaling here:  https://www.goaldriven.com/post/should-you-scale-your-chiropractic-healthcare-practice

Streamlining Patient Flow for Better Service Capacity in Your Chiropractic and Healthcare Practice

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team meeting strategy planning for good setting good goals

A well-designed patient pathway enhances patient experience and increases a practice’s capacity by optimizing scheduling and treatment efficiency. Drawing from Eli Goldratt’s The Goal and the Theory of Constraints, identifying and resolving bottlenecks—such as delayed doctor’s notes, overwhelmed front desk staff, or unclear patient billing—can significantly improve patient flow. Common issues include administrative burdens at the front desk and patient confusion over charges, which can lead to missed appointments.

To address this, practices should map out key patient interactions (e.g., Day 1, Day 2, and Day 12) with the entire team, creating a clear flow chart of actions like payments, doctor visits, therapy, and financial consultations. Rehearsing this flow, like a sports team or musical group, helps identify redundancies or missing steps, ensuring a smooth, efficient process. This patient train follows a predictable track, helping patients understand their treatment plan and stay committed to their health goals.

By regularly reviewing and refining this pathway, practices can maximize capacity—potentially handling 40-70 daily visits plus 2-4 new patients—while improving patient satisfaction. Working on the business in this way keeps operations streamlined, helping patients achieve better health outcomes faster.

Be a Goalineer(sm) and keep your practice on track!

Read the full article online [LINK]

Ed

PS Want help with this? Contact me  If you have any questions about creating a Goal Driven Business, just schedule a call or reply to this email.

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PS: Get on our waiting list for our next MBA program if you are interested. I will be sending you special information about practice management, leadership, and marketing.

Sign Up Now for Fall 2025 Waitlist

———————————————

goal driven business www.goaldriven.com

For more information on how to create a more profitable business that is more fun than what you are doing now, please purchase and then use the book,

The Goal Driven Business at www.GoalDriven.com

Discipline Drives Chiropractic Practice Success

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The Role of Discipline in Practice Success

Success in chiropractic or healthcare practices often correlates with discipline, much like weightlifting. While not universal, many successful doctors embrace the discomfort and effort required to achieve their goals, similar to consistent training.

Why Discipline Matters

Discipline means doing what’s necessary, even when it’s tough, and avoiding distractions or shortcuts. Like weightlifting or enduring hard work (e.g., the author’s father throwing sawdust down his shirt to toughen up for a grueling job), disciplined professionals push through challenges to achieve lasting success.

Jim Collins’ Insights on Discipline

In Good to Great, Jim Collins identifies discipline as key to transforming good businesses into great ones, applicable to chiropractic practices:

Disciplined People:

  • Leadership: Great leaders prioritize the practice’s success over personal gain, showing diligence and humility.
  • Team: Hire self-disciplined staff who don’t need micromanaging.

Disciplined Thought:

  • Face tough realities with courage while maintaining faith in long-term success.
  • Focus on what the practice is passionate about, excels at, and can profit from (Hedgehog Concept), avoiding distractions.

Disciplined Action:

  • Success comes from persistent, incremental efforts, like pushing a flywheel, not one grand action.
  • Stay focused on long-term goals, as greatness stems from disciplined choices, not circumstances.

Apply Discipline in Your Practice

Knowing what to do isn’t enough—discipline is executing it consistently. Embrace challenges, stay focused, and build momentum for lasting success.

Seize the Future,

Ed

Why Practice Systems Aren’t Enough

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team meeting of professionals

What you need to do

     “The size of a chiropractor’s business depends upon:
1st – His ability to notify people who he is, what he is, and where.
2nd – His systematization to take care of it as it grows and increases in volume.
– B.J. Palmer (1920, from Up From Below the Bottom)

B.J. Palmer, a pioneer in chiropractic, emphasized two keys to growing a practice: effective marketing to establish visibility and robust systems to manage growth. In the 1920s, he built a chiropractic college with 1,000 students, showcasing his ability to promote and systematize. Similarly, Michael Gerber’s The E-Myth (1980s) stresses that systems, not individual effort, drive business success. Quotes like “Systems run the business and people run the systems” highlight the need for structured processes.

However, many chiropractic offices struggle to implement systems effectively. The missing piece is clear leadership and accountability. Doctors and staff are often too busy to manage systems, and most practitioners lack the desire to oversee them. A dedicated manager and a goal-driven team are essential to bridge this gap.

Action Steps to Implement Systems:

  1. Lead as the Clinic Director: Dedicate a few hours monthly to strategic oversight, emulating Palmer’s leadership in driving innovation.
  2. Instill Purpose: Hold monthly team meetings (2 hours) to reinforce your practice’s philosophy and align the team.
  3. Appoint a Manager: Designate an administrative coordinator for 2-4 hours weekly to oversee systems.
  4. Define Roles: Have the manager collaborate with the team to create and maintain job duties, reviewed by you.
  5. Coach the Manager: Meet twice monthly (1-2 hours) to review the manager’s progress and provide guidance.
  6. Use Frameworks: Apply *The Goal Driven Business* to structure system implementation.

The Outcome:
A manager handles daily operations, freeing you to focus on growth. This shifts your practice from surviving to thriving.

Next Steps:
Read The Goal Driven Business for detailed guidance. Assign a manager now or book a consultation (May 2025). Stay goal-driven to build a scalable, successful practice.

And Stay Goal Driven,

Ed

Book a Consultation NOW!

How Steve Jobs’ Vision Can Transform Your Chiropractic Practice Learning from Visionary Success

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steve jobs

Apple, founded by Steve Jobs in 1976, is now the world’s most valuable company, with a market capitalization of $2.9 trillion and $54 billion in cash reserves. But in 1997, Apple was on the brink of bankruptcy. Jobs’ strategic overhaul turned it around, offering lessons for chiropractic and healthcare practices.

In a 1997 interview, Jobs shared a key insight: “If you do the right things on the top line, the bottom line will follow.” He emphasized that a clear strategy, passionate people, and a strong culture drive quality products, marketing, and operations—ultimately boosting profitability. For chiropractors, this means focusing on vision and values to achieve sustainable success.

The Top Line: Your Practice’s Foundation

Your “top line” is your practice’s vision, values, purpose, and the team that embraces them. When these are aligned, marketing, procedures, patient outcomes, and profits follow naturally.

Top-to-Bottom Framework:

  • Top Line: Vision, values, purpose, mission
  • Almost Top Line: A team aligned with these principles
  • Middle Line: Policies and procedures
  • Almost Bottom Line: Patient outcomes
  • Bottom Line: Net income

Focusing on the top line creates a “vision-driven” practice, much like Jobs’ approach at Apple.

Insights from a Chiropractic Leader

A seasoned chiropractor recently shared a video on social media, responding to a colleague concerned about high practice expenses. He identified the biggest cost: an “under-trained” team. His solution? Hiring passionate individuals and training them not just in chiropractic techniques but in the practice’s “why”—its purpose, mission, and vision. Team members who didn’t fully align were let go. The result? A thriving practice.

When I commented that his success stemmed from his own clear “why,” he agreed: “It all starts from the inside out. If the doctor has a big WHY and can teach it, the team will follow.”

Sustaining Your Vision

Keeping your practice’s values alive requires ongoing effort. It begins with your example as the leader and continues through consistent team coaching. In our MBA program, we explore proven strategies to maintain this focus, from vision to execution.

Apple’s Core Value and Your Practice

In 1997, Jobs defined Apple’s core value: “We believe people with passion can change the world for the better.” This resonates with top healthcare practices, where passion for patient care drives impact.

Does your practice reflect this passion? A clear vision, a dedicated team, and consistent coaching can transform your chiropractic business, just as Jobs transformed Apple.

Stay Goal Driven.

Ed

Momentum Magic: How the Flywheel Effect Boosts Your Chiropractic Practice and Service Business

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flywheel effect

What separates good businesses from great ones?

It’s momentum—created by doing what works consistently and improving it over time. In business, especially in healthcare services like chiropractic, success often comes not from radical change but from steady, thoughtful progress.

Avoid the Trap of Constant Change

Healthcare entrepreneurs often seek out the next big thing—new therapies, machines, or procedures. While innovation can be beneficial, abrupt changes to proven systems can disrupt staff and confuse patients. A smarter approach is to test new ideas first, and only implement them if they complement what’s already working.

“If something works—fix it, refine it, but don’t toss it.”

The Flywheel Analogy

Jim Collins, in Good to Great, uses the image of a massive flywheel to illustrate how lasting success is built. At first, it takes immense effort to turn. But with consistent effort in the same direction, the wheel picks up speed and begins to turn on its own—powered by its own momentum.

The key lesson: there’s no single breakthrough moment—just consistent, focused effort over time.

How This Applies to Your Practice

  • Identify what’s working—and keep doing it.
  • Make small, strategic improvements over time.
  • Adapt to market changes gradually and intentionally.
  • Build systems that generate results with less effort over time.

By steadily turning your business flywheel, you’ll transform your practice from good to great—creating a self-sustaining engine of growth.

Keep building. Keep refining. Momentum will do the rest.

Ed

Boosting Service and Retention Through Daily Case Management in Chiropractic Practices

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planning for a winning dayStart the Day with Purpose

A quick, structured case management meeting each morning can significantly enhance patient retention, referrals, service quality, and team morale.

The Morning Case Management Routine

Spend 20 minutes before seeing patients to meet with your team. Review the day’s patient schedule—focusing on individual needs, progress, or concerns. You don’t have to cover every patient, especially on busy days, but focus on those needing special attention.

Key points to discuss:

  • What’s the goal of today’s visit?
  • Do they need therapy, rehab, or a progress exam?
  • Have they voiced any concerns?
  • Do they need educational materials or financial consultations?
  • Should a family member attend?

Also, go over new patients—who referred them, what to expect, and how to create a warm welcome.

Keep the Energy Up

Beyond planning, these meetings set a positive tone for the day. Encourage team bonding with short activities like stretches, planks, or even a daily “bad dad joke” to keep things light.

Set achievable goals for the day—such as new patient intakes or completed cases—and review a motivational quote or revisit your practice’s core mission.

Make It Routine, Make It Stick

Assign responsibility for leading the meeting, but ensure it has leadership support. These meetings only work if they happen consistently—don’t let them fade away.

Ultimately, the purpose is to better serve patients and help them reach their health goals—this is what great case management is all about.

Seize the future!

Ed

Master Your Craft First: The Key to Success in Chiropractic, Healthcare, and Service Businesses

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chef Jiro Ono, mastering the skill of making sushi

Marketing Starts with Service Quality

A chiropractic clinic once asked for help boosting patient numbers and improving their marketing. While we did touch on marketing strategies, the real game-changer was getting back to the basics—refining the way they practiced.

Each visit, we reviewed patient interactions, discussed specific cases, and role-played challenging scenarios. This hands-on, continuous learning approach helped the doctors improve their confidence and communication. The result? Within a few months, new patient numbers nearly doubled, and total visits increased by 50%, driven by better retention and reactivations.

When Business Slows Down, Go Back to the Fundamentals

If your numbers are dipping, the first step isn’t better marketing—it’s better service. Start with yourself and your team. Are you genuinely present with each patient? Do you “really” listen and connect?

One of the most successful doctors I worked with approached every patient with deep empathy and curiosity. She didn’t rush into treatment—she listened, observed, and connected both emotionally and physically. Her retention and referrals were outstanding.

On the other hand, her associate, while friendly, lacked that same depth of connection. As a result, her performance—and the clinic’s growth—suffered. Unfortunately, without proper training or mentorship, her skills never reached the necessary level.

Excellence Is Contagious

Great service isn’t just about the doctor. Every team member needs to be aligned in delivering exceptional care. It’s a group effort.

Consider sushi master “Jiro Ono”, whose small Tokyo restaurant had a waitlist over a year long. He dedicated his life to perfecting every element of sushi, constantly refining and improving. His commitment to excellence became his best marketing tool.

As Jiro said: “You must immerse yourself in your work. You have to fall in love with your work. That’s the secret of success.”

The Takeaway

Before pouring energy into marketing tactics, ask yourself: “Have I mastered my craft? Are my team and I truly delivering top-tier care?”

A good business, like a good restaurant, eventually fills itself up—because mastery, presence, and consistent quality attract people naturally.

Keep mastering your skill

Ed

Is Your Practice Lacking a Competent Office Manager?

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super woman goal driven office manager

Chiropractic practices with dedicated managers tend to offer better service and generate higher revenue. In my early experience working with a large chiropractic office, the practice included 28 adjusting rooms, multiple associate doctors, and saw over 2,000 visits weekly. The doctor was often away attending seminars or traveling, while the practice manager and the COO (the doctor’s wife) helped run the clinic. Similarly, I recently spoke with a manager in a practice with four doctors, where the owner planned to shift to part-time work, and the manager took on the responsibility of running the practice.

In larger practices, having a manager allowed the owner to focus on patient care, which boosted revenue. Studies confirm the benefits of having a manager. A 2005 study found that small firms with a second-in-command grow 15-25% faster, while a 2018 Harvard Business Review article highlighted that CEOs who delegate to managers increase strategic time, leading to higher revenue. Gallup’s research also shows that good managers increase profits, work quality, and retention, while reducing absenteeism.

Effective managers help doctors see more patients, improve care, and support the staff, all while taking ownership of the business. Some doctors prefer a smaller operation, but others, especially entrepreneurs, want to grow their practices and achieve financial independence. For those doctors, training a manager is key to success.

Our Practice MBA program offers practical, interactive training for managers, focusing on goal-driven leadership. The program includes group and individualized coaching, and it equips managers with the tools to help grow the business and support the team. Enrollment is limited, so don’t wait—sign up now to start growing your business with a trained manager.

Ed.

Goal Driven MBA3 Office Manager Training Information

 

The Next Generation of Chiropractic and Healthcare Practice Development: Growing Your Practice from the Inside Out

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it's the manager book cover by clifton and harter

To grow a successful chiropractic practice, there are four key principles that can help improve both your practice and business. These principles are based on years of experience working with doctors and staff in the field.

1. Practice Success Depends on Two Key Factors

  • Quality clinical outcomes: Delivering effective results for your patients.
  • Quality support: Ensuring your practice has the infrastructure and administrative help to maintain and grow.

While excellent results are critical, support is equally important. As your practice grows, administrative demands increase, and these are often overlooked. The key is balancing patient care with behind-the-scenes tasks like scheduling, billing, staff management, marketing, and more. Without proper support, your clinical focus can be distracted.

Remember: It’s not chiropractic that slows you down—it’s everything else!

2. Better Support Leads to More and Better Services, Resulting in Increased Revenue

The equation is simple:  Improving the support for your practice will enhance both the quality and quantity of services provided. With increased and improved services, your revenue will naturally rise. It’s a logical and proven cycle.

3. Better Management Leads to Stronger Practice Performance

Studies show that the most successful practices often have someone in a managerial role, even if they’re not fully trained. These offices tend to have higher and more stable production. The best business owners understand the importance of having a manager, even if they’re still training them.

4. Gallup’s Insight: Management is Key to Long-Term Success

Gallup, a global analytics company, confirms the importance of good management. In their book *It’s the Manager*, they state that **the quality of managers and team leaders is the single most important factor in long-term organizational success. This underscores how critical it is to invest in strong management.

Enter the Goal-Driven Practice MBA

Based on these insights, a new program was created to train chiropractic managers: the Goal-Driven Practice MBA. This program focuses on improving the support system within your practice to enhance both patient care and practice performance. If you’re interested in a personalized training program for your practice, the next session starts in April. Only 10 offices are accepted, ensuring a highly tailored experience.

If you’re interested, contact Linda, the program coordinator, to discuss whether it’s the right fit for your practice.

Seize the Future: Take action now to elevate your practice.

Ed

The “New Will of the World” Chiropractic and Natural Health Care.

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smiling female gardener with a box of fresh tomatoes

The “New Will of the World,” Chiropractic, and Natural Health Care: Embracing Purpose-Driven Change

Gallup, a global analytics company, has identified emerging trends in society through data analysis. One significant trend is the “New Will of the World,” which reflects a shift in social values, including a growing desire for meaningful, purpose-driven work. This trend is influencing both the workplace and health care, where people are seeking more than just a job or pain relief—they’re looking for purpose in their lives.

The “New Will of the World”

This shift involves a broad societal movement towards work and health practices that focus on meaning and personal fulfillment. People—whether in the workplace or as patients—are increasingly searching for deeper connections to their work and well-being.

“Make America Healthy Again” Movement

Coined by Robert F. Kennedy Jr. during his presidential campaign, the “Make America Healthy Again” (MAHA) movement has gained momentum, particularly in the context of promoting chiropractic and natural health care. Kennedy, an advocate for these approaches, has proposed several initiatives:

  • Nutrition and Food Policy: Kennedy focuses on improving nutrition, including revamping the FDA’s oversight of food labeling, limiting ultra-processed foods, and banning harmful additives.
  • Pesticide Reduction: He aims to enforce stricter limits on pesticide use and encourage sustainable farming practices.
  • Revised Dietary Guidelines: Kennedy’s plan is to prioritize whole foods, organic options, and regenerative farming over corporate interests.
  • Support for Small Producers: He pledges to revise regulations to support smaller farmers and create a more level playing field in agriculture.
  • Creating Meaningful Change in Your Practice

Chiropractic offices and health care providers have a unique opportunity to align with this broader movement by offering a work environment and services that reflect purpose and community well-being. You can inspire both your team and patients by adopting the “Make America Healthy Again” ethos. Consider creating local initiatives, such as a “Make [Your Town] Healthy Again” campaign, in collaboration with health food stores, gyms, and local farmers. Hosting workshops, talks, and podcasts can bring the community together while promoting your services.

Engaging Your Team and Community

Your team is seeking more meaningful work, and your patients are looking for more than just pain relief—they desire holistic well-being. By tying your practice to this larger, purpose-driven movement, you can foster a sense of fulfillment and connection with both your staff and the local community. Activities like health-themed workshops or collaborative events with professionals in the community can deepen this mission and benefit everyone involved.

In summary, embracing the “New Will of the World” allows you to create a practice with greater purpose, connecting people to a healthier, more meaningful lifestyle while supporting the growing trend of chiropractic and natural health care.

ED

References and Full Article at [LINK]

He Fired the Chiropractic Assistant When the Stats Went Up

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green light for accepting patients

In the article *He Fired the Chiropractic Assistant When the Stats Went Up*, Ed Petty discusses how a positive attitude at the front desk can significantly impact the success of a chiropractic office. He compares busy and struggling offices, noting that busy offices often have a welcoming, “open” attitude, with a motto like “Always room for one more!” These offices focus on getting as many people as possible in for adjustments, creating an atmosphere of openness and enthusiasm. In contrast, less busy offices tend to have more rules and prioritize collections over patient care.

Petty shares a story of an office where the front desk assistant, despite being new to computers, became incredibly enthusiastic after attending a chiropractic seminar. Her attitude transformed, and visit numbers skyrocketed. However, due to computer issues and billing frustrations, the doctor fired her, which resulted in a decline in visits and the eventual loss of an associate. Petty argues that the doctor should have hired someone for data entry, allowing the front desk assistant to continue her work of promoting chiropractic care.

The article emphasizes that the front desk plays a crucial role in driving office volume and that a “high capacity” mindset is essential. Petty encourages chiropractic teams to ask their front desk if they can handle increased patient visits, and similarly, evaluate their own capacity for growth. He concludes with a call to adopt a “Big Capacity” attitude, referencing his book *The Goal Driven Business* and his upcoming Practice MBA program, to help chiropractic offices grow and succeed.

Read the full article here [LINK]

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What Gets Measured — Gets Managed in Your Chiropractic and Service Business

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bus driver with the dashboard in front of him guiding him where to go.

ED shares how chiropractic business owners can effectively manage their practice as it grows by using key performance statistics. Initially, managing both patient care and business operations is feasible when a practice is at 50-60% capacity. However, as the practice grows, the increasing demand for management and staff coordination can lead to stress and “growing pains.” To overcome this, the article introduces the Fast Flow CEO system, which helps doctors manage their businesses effectively by dedicating just a few hours a month to business operations.

Key to this system is the use of performance statistics, which help track progress and identify areas for improvement. The article outlines essential components for tracking performance, including:

  • Key statistics: New patients, paid visits, charges, and collections.
  • Time period comparisons: Weekly, monthly, and yearly comparisons.
  • Same-month comparisons: Analyzing ratios like Visits/New Patients or Charges/Collections.
  • New patient tracking: Monitoring where new patients come from, especially for practices investing in marketing.
  • Marketing expenses: Tracking cost per new patient to optimize marketing spending.
  • Visual tools: Graphs and charts to help visualize trends and results.

The article emphasizes that these numbers represent outcomes, not just data. The goal is to improve patient care and practice efficiency, not simply to increase the numbers. Displaying these metrics in team meetings and using them as a “dashboard” helps everyone stay aligned with the practice’s goals.

The overall message is that managing a growing chiropractic practice requires smart use of data to drive decisions, improve outcomes, and continue progressing toward long-term goals.

Read the full article here: https://www.goaldriven.com/post/what-gets-measured-gets-managed

 

Chiropractic End of Year Marketing and Business Checklist

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goal driven checklist to prepare for the New Year

This article provides a comprehensive checklist for chiropractors to prepare their practices for the end of the year and the upcoming new year. With 2025 just around the corner, the focus is on winding down advertising and shifting toward internal marketing strategies during November and December. Key ideas include:

  1. Holiday Promotions: Offer Thanksgiving turkey giveaways, special promotions for veterans, donation drives, and patient appreciation events like gift exchanges or holiday parties.
  2. Referral Programs: Encourage patient referrals with giveaways such as poinsettias and gift certificates, and express gratitude to external referral partners with thank-you gifts.
  3. Newsletters & Reminders: Send personalized practice updates and reminders to schedule appointments through the holidays.

Planning for the Future:

  • Spend time with your team reflecting on 2024’s achievements and brainstorming goals for 2025. Consider creating a unifying theme or project for the year ahead.

Business Essentials:

  • Financial Review: Meet with your accountant to assess finances and tax strategies.
  • Employee Benefits & Contracts: Review employee benefits, consider bonuses, and evaluate insurance contracts for profitability.
  • Compliance & Licensing: Ensure adherence to HIPAA and other regulations, and confirm that all licenses and malpractice insurance are in place for the coming year.
  • Budget Planning: Set a budget aligned with your practice goals.

Start with a clear vision and remain focused on both immediate tasks and long-term objectives for continued success in the new year.

Where Is Your Chiropractic Marketing Department?

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two business women discussing marketing

Excellent Service in Your Chiropractic Practice is Marketing

Here is a little exercise that can boost your new patients and improve the quality of your patient care. And create a little more excitement in the practice in the bargain.

First, let’s review a couple of wise words about marketing:

1. Jay Levinson, from his book Guerrilla Marketing.

Marketing is everything you do to promote your business, from the moment you conceive of it to the point at which customers buy your product or service and begin to patronize your business on a regular basis. The key words to remember are everything and regular basis.

2. Peter Drucker, Management: Tasks, Responsibilities, Practices (p68)

Marketing is so basic that it cannot be considered a separate function (i.e.,a separate skill or work) within the business, on a par with others such as manufacturing or personnel. Marketing requires separate work, and a distinct group of activities. But it is, first, a central dimension of the entire business. … Concern and responsibility for marketing must, therefore, permeate all areas of the enterprise.

What Levinson says is that marketing is EVERYTHING you do consistently.

Drucker says that while there are specific marketing activities, marketing is too fundamental to have its own department. It is a “central dimension of the entire business.”

Yes, there are specific marketing activities to help your chiropractic and healthcare practice, some of which you delegate to advertisers, such as Internet marketers. Larger offices hire field representatives. I have hired and trained practice marketers who effectively generated new patients from external activities.

However, most of your practice marketing comes from the actions you and each team member take in the office. This is true in ANY business, but especially in chiropractic or smaller independent healthcare offices.

A common misconception is that some vague or distant marketing department or advertising company takes care of marketing and is not a “central dimension” to each person’s job.

Every position in your office has a marketing component. It comes with the role of a team member. Doctor, front desk, billing and patient accounts, therapy, rehab, and anyone who is on the team, is a marketer.

So, where is the marketing department? It’s your entire office! Here are a few marketing activities each team member can do:

  • Be genuinely interested in each patient.
  • Honestly care for how each patient is doing.
  • Do your very best with each patient with Present Time Consciousness.
  • When and if appropriate, invite your patient to bring in a family member or friend for a scheduled consultation or event.
  • Congratulate patients for any success.

Then, there is a list of specific marketing activities you can do: newsy newsletters, internal and external events to the office. You can find many of these suggestions on our blogs.

HEALTHCARE TEAM MEMBER MARKETING EXERCISE

In your team meeting, have each team member present at least two types of marketing actions they can do from their position every day.

Help them with this. If you have time, have your team practice their marketing procedure with each other.

As an added emphasis, consider that now that we are in the world of AI, real-life human interest and live communication is more valuable than ever. Believe it or not, one of your key marketing “niches” is just your plain ol’ non-hyped interest in the other person. Never fake that. In our ever-increasing sterile and digital world that is becoming more robotic, less human, and less spiritual each day, genuine human communication is more valuable than ever.

Don’t ask for where the marketing department is,

For it resides within thee!

Always selling health,

Ed

P.S. By the way, I left out telling jokes as a marketing action! One office up “nort” here in Wisconsin, I swear, generates new patients with the doctor’s Ole and Lena jokes! This may not be appropriate for your office though! (lol)

OLE AND LENA (A favorite!)

Ole and Lena got married.
After a beautiful ceremony and a fun but modest reception, they got in Ole’s car and headed out on their honeymoon.
When they reached Saint Paul, Ole put his hand on Lena’s knee.
Lena said, “Ole, we’re married now. You can go farder den dat.”
So Ole drove to Duluth.

========================

If your practice-building efforts aren’t taking you to your goals, there are reasons — many of which are hidden from you.

Find out what they are and how to sail to your next level by getting and implementing my book, The Goal Driven Business.

the goal driven business by edward petty

The Goal Driven Business
By Edward Petty

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Use the Learning Pyramid for a Better ROI in Your Chiropractic Healthcare Practice

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three generations of women cooking in a white kitchen

Don’t complain. Just train

“Over the long run, superior performance depends on superior learning.”
— Peter Senge

As the Clinic Director of your chiropractic and healthcare practice, you instinctively know that if you are not continually improving the service to your patients and potential patients, they will go to practices that are.

In fact, if you do not provide the BEST outcomes and service in your area, patients and potential patients will look for other practices that are the best, or at least better than you.

The BEST health care practice wins in the long run.

So, how do you get to be the best?

By constant improvement!

This was the concept the Japanese pushed in the 1970’s with their cars. They called it Kaizen.

Speaking of Japan, there was a study that showed how many hours employees trained over a 6-month period. Japan spent an average of 364 hours, Europe averaged 178, and the U.S. a paltry 42.* I discuss this more in my book, The Goal Driven Business. (pg 156)

The formula for improvement is simple: study and train.

The purpose and goal of training is improvement. This is why professional athletes and musicians constantly train. They do this for improvement and, ultimately, to bring about a good return on their investment.

Improvement has a definite ROI! A study by the Associate for Talent Development found that companies offering comprehensive training programs have 218% higher income per employee compared to those without formalized training.*

But what are the best methods for training — reading, listening, podcasts, seminars?

USING THE LEARNING PYRAMID TO TRAIN YOUR CHIROPRACTIC TEAM

The Learning Pyramid* illustrates the percentage of knowledge retained through various learning methods. Here are the typical percentages associated with each method:

  1. Lecture: 5%
  2. Reading: 10%
  3. Audio-Visual: 20%
  4. Demonstration: 30%
  5. Discussion: 50%
  6. Practice by Doing: 75%
  7. Teaching Others: 90%

This model emphasizes active participation in the learning process. Teaching others or practicing by doing, leads to higher knowledge retention rates compared to passive methods like listening to lectures or reading.

If you take your team to a seminar, do it for camaraderie and the sense of being part of something bigger. It can be motivational. But then, ensure that they take notes from one of the presentations and then teach it to the rest of the team at the next staff meeting.

Another angle is to have team members select a chapter from a book you all are reading (from your Lending Library!) and then have them teach it to the rest of the team a month later.

Train on your procedures every month. For example, you could demonstrate how you would like a patient to be positioned on a therapy table. (Get it recorded for future reference!) Then, have a staff member demonstrate the procedure back to you. You can also pair people and role-play the procedure. Do this for any of your office procedures. For those of you in group practices, doctors can practice their procedures.

BALANCING INFORMATION WITH PRACTICAL APPLICATION

The idea is that there are two sides to the learning coin: the information side and the practical application side. You can’t learn how to throw a fastball from reading a book. You must find a baseball and someone brave enough to catch your pitches and practice throwing hundreds of times. However, a book may have useful information on improving your throwing technique from those who have done it more than you.

It is best to go over the idea of training and improvement with your team first so they understand what you are doing and why.

Keep training fun. Your manager should ensure that training occurs every month.

And like Clarence Gonstead said:

“Practice. Practice. Practice. Never stop.”
“Our future will be our results.”

Keep training,

Ed

P.S. Who was Clarence Gonstead, D.C.

References:

ROI on training. An Evidence-Based Look at the ROI of Investing in Training (mentorgroup.us)

Clarence Gonstead https://www.gonstead.com/

The Learning Pyramid the learning pyramid – various percentages of retention. (thepeakperformancecenter.com)

========================

If your practice-building efforts aren’t taking you to your goals, there are reasons — many of which are hidden from you.

Find out what they are and how to sail to your next level by getting and implementing my book, The Goal Driven Business.

the goal driven business by edward petty

The Goal Driven Business
By Edward Petty

order now button

Why You Should Have a Turnkey Chiropractic and Healthcare Practice

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keys in a door of a goal driven turnkey chiropractic office

The Practice Development Scale

If you were going to buy a practice, wouldn’t you prefer it to be “turnkey?”

If you were to work as a chiropractic doctor or provider in another clinic, you’d want it to be “turnkey,” right?

Or, as a support professional and assistant, I bet working in a turnkey office would be your preference.

WHAT IS A TURNKEY PRACTICE?

The term “turnkey” implies that the necessary operational elements of a practice are in place so that all the owner or practitioner has to do is “turn the key,” and the practice just goes!

A turnkey practice is so well organized that the stress level is low, the revenue is high, and the service outcomes are excellent.

Consider a scale of 1-5, where 5 is a turnkey practice, and 0 is an insolvent practice.

SCALE OF PRACTICE DEVELOPMENT

___5: Turnkey Practice

  • The practice is fully equipped and operates at close to full capacity. It is ready to be sold, to bring on additional providers, or just happily and profitably cruise.

  • There is a strong, established patient base ensuring regular revenue.

  • Administrative, billing, scheduling, and management systems are highly efficient.

  • The practice is financially robust, accumulating income over expenses each month.

  • The practice has a trained and established manager who ensures the seamless operation and continuity of all systems and procedures.

  • Staff are highly skilled, well-trained, and capable of independently managing the practice. Morale is high.

  • The business owner spends just a few hours each month on administration.

___4: Well-Established Practice

  • The practice is well-established and runs well.

  • There is a large, loyal client or patient base.

  • Administrative systems are efficient.

  • The practice is financially stable.

  • Staff members are trained and experienced.

  • The owner spends a few hours each week on administration.

__3: Growing practice

  • The practice is showing signs of growth.

  • The client or patient base is stable and increasing.

  • Administrative systems are more organized.

  • Financial health is improving.

  • Staffing is more stable, with ongoing training.

  • Owner works hard each week

___2: Basic Operational Practice

  • The practice has the basic elements required for operation.

  • There is a modest, gradually growing client or patient base.

  • Basic administrative systems are in place but may be inefficient.

  • Financial stability is tenuous but improving.

  • Staff are present but may lack competence or numbers.

  • Daily admin operations are dependent on the owner

___1: Struggling practice

  • The practice is operational but faces significant challenges.

  • There is a small, inconsistent client or patient base.

  • Administrative systems are inefficient or nonexistent.

  • Financial difficulties are prevalent, with cash flow issues and potential debt.

  • Staff may be minimal, overworked, or inadequately trained.

  • Owner stressed by dealing with administrative tasks

___0: No Practice / Insolvent

SELL, CLONE, OR CRUISE

Once you have achieved turnkey practice, you can sell it for the highest price.

Or, you now have the option to add another provider profitably. There is no limit – if you develop each provider to a turnkey level before adding more.

But the third option is just to cruise and have fun seeing patients with a great team supporting you and the practice. This option allows you to continue helping your patients while integrating your personal life with your practice life.

In a subsequent article, I will list the key roadblocks, some of them hidden, that can get in your way from creating a turnkey practice. I will also show you how to get to a turnkey practice faster.

But just knowing this scale will give you a map to better chart your course to success.

Keeping the end in mind,

Ed

=============================

If your practice building efforts aren’t taking you to your goals, there are reasons — many of which are hidden from you.

Find out what they are and how to sail to your next level by getting and implementing my book, The Goal Driven Business.

goal driven business www.goaldriven.com
The Goal Driven Business
By Edward Petty
goal driven business buy now button

An Inexpensive Method to Improve Chiropractic and Healthcare Patient Engagement

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gray haired woman reading letter from chiropractor

How to Keep Table Talk Going

The new staff member said she could help with marketing by posting photos on Instagram and Facebook. The doctor said great!

I noticed a photo of a patient or the doctor with a short comment for a few weeks.

I usually had to search for the image. It often had a few likes or hearts. Maybe 5 at most. Then it stopped. The staff member had taken on other duties.

I had been asking the doctor to send regular email newsletters to his patients. He didn’t seem that interested, but we said we would help him put them together which would cost less than $100 per month.

He got us the content, and we put the newsletter together and sent it out. On the 1st day, over 500 people opened and looked at his newsletter. These weren’t strangers. These were patients who knew him, liked him, and trusted him. Most of them just hadn’t been in to see him for a while.

Linda, our manager and service coordinator, just conducted a quick survey with some of our clients. She found that the offices that consistently send out personal email newsletters have all had a positive impact on their practices. They have improved patient referrals, reactivations, and patient engagement.

Some of the responses included: “Increases volume.” “Patients refer.” “They love the recipes.” “[Patients] come into the office and comment that they saw a particular condition talked about in the newsletter that the office was not aware the doctor could help them with.” “Great response when promoting [a new service].”

Social media platforms are entertaining. They have to be because they are in the advertising business.

But unless you pay them for ads, your posts are shown at the whim of the platform. You have no control. Your readers are entertainment seekers and, even if they see your post, are often distracted by other posts and ads.

I have seen ad agencies use social media effectively to generate leads that become new patients. It can be pricey but worth it if done correctly. Done now and then, expert advertising on social media for a special offer for a limited time can work.

But if you do not regularly send personal newsletters to your patient base, you are wasting some of the goodwill you have generated over the years.

A CHIROPRACTIC AND HEALTHCARE PRACTICE IS A NETWORK OF RELATIONSHIPS

A practice is grown and sustained through communication and service to your network. The quality and quantity of your network, and how engaged it is with you, is your practice goodwill.

We are now in the age of Artificial Intelligence. Communications are manufactured. In other words, more and more communication is just plain fake.

But you are not fake, and neither is the easy dialogue you have with your patients. More than ever, people want authentic communication and relationships. Social media posts and ads just can’t compete with your short personal newsletters.

Here’s some tips on how to get your personal newsletter done fast:

SETUP

  1. Email Coordinator. Assign a team member to help you with the newsletter. Give them 1 hour per week to do so.
  2. Email service. Use an email service like Mail Chimp, Constant Contact, or others. They will assist with the setup. Have the assistant complete the setup and update it monthly.

CONTENT

  1. Table talk. Think of a patient that you often see in your office. Imagine talking to them about a subject that you are currently thinking about. It could be headaches, low back pain, nutrition, posture, or really anything you’re feeling passionate about.

    Now, write about 2-3 paragraphs as if you were writing a letter to them about your thoughts. (Link below.)

  2. Recipe. People love these. Always introduce a recipe and personalize it. “This was my grandmother’s favorite rabbit stew.”
  3. Success story. Introduce it: “Mildred did great.”
  4. Promotion. Every few months include a special promotion.

You can certainly add other elements. But the most essential component is your original message. It is YOUR VOICE that keeps the conversation going.

Effective newsletters will improve patient retention and patient referrals and reactivate inactive patients.

Nurture and sustain the relationships in your practice.

And seize your future!

=====

Sample message from the doctor for the newsletter

“You know, when I was driving to work this morning I saw this fellow bent over with a walker walking down the sidewalk. I bet if I had seen him 10 to 20 years ago, he wouldn’t be in that condition.

It’s the whole idea of a hinge. If it isn’t used much, it will rust and get stuck. Your vertebrae are like hinges. You gotta keep them moving otherwise they will get stuck.

Exercise helps. So does stretching.

But now and then your hinges (vertebrae) can get stuck, and that’s when you wanna come on and see us.

Keep moving and stay unstuck, and have a great June.

Dr. Bob Marley”

Related articles for chiropractors and independent healthcare practices:

https://www.goaldriven.com/post/sample-patient-group-activities

https://www.goaldriven.com/post/part-2-of-the-best-known-marketing-secret